MEX Thailand Campaign Manifesto Video
ART DIRECTOR + DESIGNER | RAD+C
MEX is a Thai brand renowned for its high-quality kitchen appliances and water heating solutions. MEX products are designed with sleek, modern aesthetics and user-friendly functionality, crafted by experienced designers and leading manufacturers from Thailand, Italy, Turkey, and China. The vision of MEX is to not only enhance the visual appeal of any home but also cater to the evolving lifestyles of consumers.
In tandem with the launch of their new brand campaign "Switch on the Good Times", MEX needed a brand manifesto film to communicate their brand's new direction. Working from a strong creative brief and script by legendary local Creative Director Kwan Srisukri, and collaborating with Motion Designer / Editor Extraordinaire Opal Sathiensatapohn, I led the visual direction and art design of the video.
Inspired by the three circles in the MEX logo, elements that feature strongly in the branding toolkit, the core concept was to have the circle take the role of brand guide in the video, directing and guiding viewers through the film in a fun and playful way, leading the action, and highlighting key communications.
From idea to execution, the brand video stayed true to the concept and visual direction, especially when compared to the working storyboards, a testament to a great initial concept from Khun Kwan, a tight team, and strong communications. In terms of workflow, storyboards were created directly in Illustrator, generating final assets as I went, so the transition from pitch to final production was fast and seamless. And even with the majority of the team on location in Bangkok, it's worth noting that all of our pitch presenations and production meetings occured remotely, strongly indicating that Thailand to yet another region where the world of creative work is changing.
As Art Director I led the visual direction of the video, providing storyboards, typography design, and animation concepts, to be evolved into its (beautiful) final form by talented motion deisgn and editor Khun Opal. I also got to create these little animated widgets for the video, which is always fun.
